Not on my plate: a cross-cultural qualitative study on anti-vegan sense-making and resistance

Purpose Resistance to plant-based diets remains a significant barrier to sustainable food transitions. This study explores how anti-vegans – individuals who stand vehemently against plant-based diets and veganism – rationalize their opposition and investigates how informational and cultural cues shape their attitudes and stances. Design/methodology/approach Guided by psychological reactance theory, cognitive dissonance theory and focus theory of normative conduct, this study utilized qualitative focus groups conducted with anti-vegan participants in Greece and the Netherlands. Data were analyzed with thematic analysis to identify sense-making patterns, emotional and cognitive resistance mechanisms, interpretations of sustainability-related information and sociocultural influences. Findings Participants displayed pronounced resistance to plant-based products and labeling, frequently perceiving these as prescriptive, manipulative or deceptive. Psychological reactance emerged when vegan messages were viewed as threats to individual freedom or cultural traditions. Cognitive dissonance was managed through rationalizations that framed meat consumption as natural, traditional or nutritionally superior. Cultural nuances shaped these rationalizations, with Greek participants mostly anchoring their resistance in collective rituals, while Dutch participants emphasized personal autonomy and skepticism toward marketing claims. Research limitations/implications While limited by sample, findings provide insights into anti-vegan mindsets that can inform culturally sensitive communication interventions. Originality/value This study uniquely combines cross-cultural qualitative inquiry and leading theories to explore anti-vegan sentiment, a critical yet underexplored barrier to sustainable food transitions. It highlights how resistance is embedded in identity, values and culture, complicating informed persuasive communication strategies.